Understanding social change

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Social change is when a sociey adopts a new way of behaving which then becomes widely accepted as the 'norm'.  Moscovici believed majority influence was not the only way in which groups exert pressure on individuals:

Conditions necessary for social change by a minority

  • Drawing attention to the issues: if we exposed to the views of a minority then this draws our attention to it. If their view if different this causes a conflict which we want to reduce and therefore we are more likely to change our views to go along with the minority. 
  • The role of conflict: as a result of the conflict, we examine the minorities arguments closely and so we think more deeply about it
  • Consistency: minorities are more influential when fighting for social change if they are consistent. They express their arguments consistently over time. This means that they are then taken more seriously as they are seen to truly…


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